ANZ and agency Special has launched a new integrated brand platform, encouraging all Australians to become “Financial Wellbeings” by profiling a series of everyday Australians who have a passion for savings.
By dramatising the positive feelings associated with making smart money decisions, the campaign makes becoming a better “Financial Wellbeing” something that feels attainable and desirable, regardless of our current attitude or behaviours towards money.
This campaign also signals the start of a more consistent approach to advertising for the brand, through the introduction of the brand character “Pete”.
“Our new brand platform brings to life ANZ’s commitment to improving the financial wellbeing of our people, customers and communities – by helping them make the most of their money throughout their lives,” said ANZ CMO, Sweta Mehra.
“Special has created a campaign that lets us have a direct conversation about the desire to be better with your money, but still keep it light, human and relatable.”
Rebecca Stambanis, strategy partner at Special said making good financial decisions was not something our culture cares very much for.
“In truth, we often portray it as a nerdy or boring endeavour. But we all know a friend who is savvy when it comes to their money habits – no matter how much they have or make – and we want to know all their tricks.
“This campaign is about championing those behaviours and making it something that feels attainable and desirable for all of us. We also believed this was a great opportunity to bring back ANZ’s more playful tone of voice, which is so different from the rest of the Big Four,” added Stambanis.
The campaign encourages people to improve their own financial habits by visiting the ANZ Financial Wellbeing Hub.
CREDITS
Client: ANZ
CMO: Sweta Mehra
Head of Brand Strategy & Marketing: Kjetil Undhjem
Brand Strategy & Marketing – Chapter Lead: Emma Bullen
Brand Strategy & Marketing – Campaign Lead: Hayley Smith
Brand Strategy & Marketing – Brand Expert: Nikki McLaren
Brand Strategy & Marketing – Brand Expert: Robert Bonomy
Brand Strategy & Marketing – Production Lead: Sally Humphris
Creative Agency: Special Group Australia
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & Partners: Julian Schreiber & Tom Martin
Strategy Partner: Rebecca Stambanis
Strategy Director: Nathan Rogers
Creative Directors: Nils Eberhardt, Simon Gibson, Matt McCarron
Designer: Keir Vaughan
General Manager: Paige Prettyman
Team Lead: Ollie May
Business Manager: Ella Papilion
Head of Production/ EP: Sevda Cemo
Senior Producer: Alyce Guy
Stills Producer: Glen Mcleod
Production Coordinator/Social Producer: Fiona Dunn
Production Company: FINCH
Director: The Bobbsey Twins
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Alexandra Taussig
Director of Photography: Jeremy Rouse
Post Production House: The Editors
Offline Editor: Jack Hutchings
Colourist: Matt Fezz
Online Editor: Stuart Cadzow
Social:
Director / Cinematographer: Richard Maxton
Camera Operator: Simon Knox
Music:
Track Title – Fortitude
Composer – Lance Winnor Conrad
Sound: Cameron Milne, Liam Annert, Rumble Studios
Stills:
Photographer: Andreas Smetana
Production Company: Flint
Retouching: Cream Studios
Media agency: PHD
Group Business Director: Jordan Smith
Business Director: Lizzy O’Connor
Planning Directors: Natalie O’Hanlon, Georgina Debenham
Strategy Director: Brendan Dodd
Investment Director: Kaitlin Despott
Digital Manager: Anastassia Choutova
Activations Manager: Jason Cheung
Investment Manager: Kim Stockdale
Account Executives: Brandon Rice, Isabelle Barton
PR agency: Thrive PR
Managing Director: Leilani Abels
APAC General Manager: Kelly Stambanis
Group Account Directors: Zoe Walsh and Victoria Fruean
